We recently connected with Madhurya-lila Roe and have shared our conversation below.
Alright, Madhurya-lila thanks for taking the time to share your stories and insights with us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?
As a small pop-up shop, I’ve found the biggest challenge to staying profitable is really finding the right events and markets. Knowing who your customers are and where to find them takes time. I think if you talk to almost any pop-up food vendor, they will have stories of them losing money at markets when they were first starting out–and even after they’ve been in the market scene for a while. You’re going to have slow days–and markets you think will be a hit, sometimes just aren’t. At the same time, you aren’t going to sell if you don’t go out there and go where the people are. So it’s a necessary part of the process that is, frankly, oftentimes a gamble when you are first starting out. I’m still newer to the pop-up scene myself and even on slower days, I know I’m getting out there and getting my brand out there and people are trying my product. But it’s all too easy to get discouraged. And you just can’t let that stop you. Even if I barely turn a profit, I’ve trained myself to learn from the experience, figure out how to get better and move forward.
Madhurya-lila, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I started Lila’s Vegan Sweets in 2021 when I was about 3 months pregnant with my daughter. I was managing a vegan restaurant in Long Beach at the time and was looking to transition to a career I could have while being a new mom. I’ve been baking since I can remember and went plant-based in high school–so it was rather natural that I started this pop-up business with the help of my friends and husband. I specialize in vegan desserts that are familiar but unique with a wide variety of allergen-friendly offerings–think Thai tea pop tarts, maple s’mores cookies & vegan bacon n cheeze turnovers. I love to show non-vegans that vegan desserts can taste just as good, if not better, than their non-vegan counterparts. And those with allergies to things like gluten, soy and nuts, can still have their favorite sweets without worry!
How do you keep in touch with clients and foster brand loyalty?
This is probably no surprise but staying active and engaged on social media has been 100% vital to building and maintaining my customer base. I’m a small business that’s very much still building my customer base from the ground up–but I cannot stress enough how much platforms like Instagram have helped me stay in touch with customers and have them become repeat business. Most everyone that follows me I met at a market or event and figures out where I’ll be next from IG. Even if I have a slower month with markets, posting regularly what I’m making or recipe testing keeps my audience engaged and keeps me top of mind when they are in need for a custom order. It’s by far a key and crucial part of the business that I couldn’t do without.
How did you build your audience on social media?
On that same note, I’d say making sure you are posting even when you don’t necessarily have content ready to go, is pretty key. People want to know what you are working on or even what you are doing in your daily life outside the business. People want to support YOU and giving them a behind the scenes look at both your business and whatever you feel comfortable sharing with regards to your personal life will go a long way.
Contact Info:
- Instagram: @lilasvegansweets